Communication Trends for 2026

1. ELECTION YEAR

Already in the autumn of 2025, the approach of the elections could be distinctly felt, which also influences communication. It becomes more intense, insistent, and at times even more aggressive.

It is important for both the public and private sectors to take taboo topics and caution into account, bearing in mind the potential spread of disinformation.

CANDIDATE CONNECTION TO COMPANIES

One of the crisis risks is a parliamentary candidate’s current or previous affiliation with a company, as well as affiliations involving candidates’ relatives. To prevent ownership or commercial ties from becoming the cause of a crisis, it is recommended to maintain transparency and to identify transactions that could be perceived as conflicts of interest.

POTENTIAL CRISIS SITUATIONS

Other potential crisis situations include public statements by company owners, transactions or donations to candidates and political parties, criticism of candidates, etc. It is essential to prepare a tailored crisis plan—identifying potential risks and foreseeing a communication action plan for each scenario.

SENSITIVE / POLITICALLY CHARGED TOPICS

Companies operating in sectors relevant to the next Saeima (Parliament), such as defense and security technologies, energy, agriculture, gambling, and pharmaceuticals – face an additional risk of being dragged into public discussion. The safest strategy is not to come forward with significant news before the elections to avoid the risk of ending up in the crossfire of public discourse.

ADVICE FOR PUBLIC SECTOR COMMUNICATION

• State-owned enterprises should create a systematic communication plan regarding strategic priorities for the coming years, emphasising the importance of activities and substantiating budgets, 
• Clear communication: pay increased attention not only to communication topics but also to wording, substantiating each decision as much as possible with data, 
• Approaching the elections, if possible, avoid the appearance of parliamentary candidates in institutional communication, 
• A fruitful time for interest representation: meeting individually with parties to explain positions and strategic plans.

2. THE IMPACT OF ARTIFICIAL INTELLIGENCE ON COMMUNICATION

The number of Artificial Intelligence (AI) skeptics in communication is decreasing, tools are being widely used in various planning and execution stages. As a result, the role of communication continues to evolve, thereby reducing demand for mass content production.

VISUAL EXPERIMENTS

Brands continue to experiment with AI capabilities, trying to surprise clients and reduce the production costs of creative materials.

VIDEO & AUDIO IN LATVIAN

The quality of text-to-speech in Latvian has significantly improved and can be combined with lip-sync tools to make any character appear more real and adapted to the local context.

THE COUNTER-STRIKE – A DESIRE FOR THE NATURAL AND REAL

Natural, unpolished content remains relevant in both photo and video formats. Social media users want to see this kind of content specifically from private accounts, associating it directly with the content creator; therefore, the role of brand ambassadors and employees as ambassadors is growing.

RELEVANT TOOLS

FOR IMAGE GENERATION

• Gemini,
• Midjourney,
• Ad Creative,
• Freepik

FOR TEXT-TO-AUDIO 

• Eleven Labs,
• Murf

FOR PROCESS AUTOMATION 

• N8N,
• Manus

3. INDIVIDUALIZATION OF INFORMATION FLOW

The volume of information is increasing in both mass media and social media. Furthermore, in an election year, both the flow volume and the saturation of advertising spaces will increase, making thoughtful media planning an essential priority this year.

NEWS FRAMING

For companies to have a chance at attracting journalists' attention and getting into the media agenda, news should be linked to broader macroeconomic or societal trends.

VALUE-ADDED CONTENT

Content that customers perceive as both informative and entertaining has always been relevant, but in conditions of increasing information intensity it requires even more deliberate focus. Creative and value-oriented formatting of sales messages will play a major role.

SHORTER SHELF LIFE OF AD MESSAGES

Due to the availability of AI solutions and "ad blindness" among digital media users, there will be a growing need to generate a higher number of advertising material iterations, testing efficiency and replacing materials every 2–3 weeks.

The lifespan of social media posts will also decrease, creating a risk that the total volume of communication materials will increase, thereby reducing organic reach and increasing advertising costs. Organisations should prepare for potentially lower results.

COMMUNICATION TIPS

• Use qualitative data, working intensively with email databases and remarketing.
• Make room for creative experiments and bolder advertising messages to break through "ad blindness."
• Prioritize multipliable and adapted creative materials, creating a higher number of iterations than usual.
• Focus on niche audiences  – micro-campaigns and events for small societal groups, forming more intimate bonds than mass advertising campaigns. 

4. SHORT-FORM VERTICAL VIDEOS STILL ON TOP

Short-form vertical videos (shorts/reels) continue to be the most engaging content format. Short clips on Meta channels generate the highest engagement – an average engagement rate of 1.48%, compared to carousel posts (0.91%) and static images (0.69%) (Fimmic).

On YouTube, vertical video ads help build faster reach and brand awareness (Tubular Labs). The most effective length for a short clip is 60–90 seconds (Social Insider).

CURRENT TIKTOK TRENDS

2026 is the new 2016

Gen Z has nostalgically declared 2026 as the new 2016, returning 2016 pop music to the charts and activating Snapchat. Brands can use 2016 music (especially Major Lazer – Lean On) to create "then vs. now" content, adding the hashtag #2016.

Turn the Lights Off

An audio and video cut that symbolizes joy and enjoying the mundane. Brands can use just the audio, demonstrating a product or service that provides joy.

Never Have I Ever

For brands, this is an opportunity to show their values, product composition, etc., either with humor or seriously, by including realistic and absurd things in their "Never have I ever" list.

Messy Over Anything

Using Avril Lavigne’s What the Hell as background audio, depicting atypical choices and the creative process. Brands can integrate this trend via behind-the-scenes content, showing the production process, daily challenges, etc.

5. BRIGHT COLORS AND ELEMENTS RETURN TO DESIGN

Graphic design is also moving away from laconic minimalism, indulging in expressive tones and combined techniques.

RETRO FUTURISM

Retro futurism returns in colors and aesthetics – futuristic vibes from past decades, muted tones of bright colors, especially pink and purple. This style also suits 3D line effects, surrealism, and the interaction of humans and nature in unusual ways.

COLLAGES

The combination of photos and graphic elements has been relevant for several years, but with 2026, the collage effect becomes even more visual – featuring paper tear effects, newspaper/text fragments, and halftone dot effects for photographs.

A NEW APPROACH TO BRUTALISM

The collage approach is also solidifying within the brutalism trend, which is dominated by large elements, black backgrounds with bright accents, bold typefaces, and expressive shapes.

INTEGRATION IN VISUALS

• Use of accent colors and elements in campaigns,
• Replacing fine fonts with classic or heavier typefaces,
• Refreshing purely laconic minimalism with bolder details appropriate for the brand.

NB! Visual language creates a strong emotional impact, so graphic design trends must be used in accordance with the brand's existing visual guidelines and messages.